The Sound of Sallie
Sallie Mae is undergoing a comprehensive rebranding effort to support college-aged students. In order to best reach them, Sallie asked what sound not only represents the brand’s new ideals but also unites Gen Z and their parents. The answer: Lo-fi Beats. So, we created a sonic logo using the vintage synths that define the genre.
But we didn’t stop there…
Sound Mind
As part of Sallie Mae's strategic brand shift from a student loan company to a student support system, they wanted a way to show up in students’ lives beyond providing financial resources. Gen Z students are currently the most stressed-out demographic of people, so we created Sound Mind by Sallie Mae: a Lo-fi album built with science to help students relax and study. Finding that music with 50 to 80 beats per minute can stimulate creativity and learning, and Pomodoro intervals of 25- and 5-minute focus and study breaks help improve productivity and concentration, we produced 17 original songs for an album scientifically engineered to boost your brain.
Hacked
Embracing the Retro-Wave side of Lo-fi, we scored the six-episode, video game-inspired series ‘Hacked'. Featuring the family of instruments that comprise Sallie’s sonic identity, we are creating cohesion across the brand’s touchpoints. The series now has over 15 million views.